In business, sometimes we can be so concerned about working and making money that we start forgetting that there are other elements to the cycle too.

We start thinking about the prospect of well paying clients, lavish lifestyles, and grand success. But, business is not all that.

We would all like to work with great clients.

But, it is at least equally, and sometimes even more important to understand who you will not work with.

Axies Digital has spent more time on the latter – who not to work with – and it keeps us on track.

Apart from the obvious peace of mind by not working with potential clients that do not share your values, there are deeper reasons too.

Dissociative Reference Group

Not wanting to work with specific clients helps you form a dissociative reference group – a group of individuals or businesses that you do not want to be associated with, the association with whom will undermine the chances of working with the clients that you actually want to work with.

So, who do we include in this group.

Immoral and Unethical Businesses

At the most basic level, for Axies Digital, this group contains individuals and businesses who don’t share our sense of morality and ethics.

Sadly, there is an abundance of shortcut takers across businesses. We will not go into detail over how people cut corners, but this is not the Axies Digital way.

The bottom-line is, one may be able to win quicker this way in the short term, but in the long term, things come back to bite you anyways. We do things the right way and we want to work with people who share the same morality and ethics.

Short Sighted Businesses

Axies Digital is highly future oriented.

We believe that digital marketing is not just about today, it is about keeping up with trends and evolving.

Therefore, we are not interested in businesses that are looking to just make money in the given time and hoping for the best in the future.

We talk about building brands and diversification – both of which are future oriented. Combine this with our interest in VR, voice searches, and beyond, and we are truly futurists.

Stagnation and Mere Survivalists

And, if we are going to talk about future orientation, the discussion is incomplete without a mention of growth.

Axies Digital has aspirations of becoming the number 1 digital marketing agency across the UK and beyond. We already have great results across 6 major UK cities, including London, Manchester, and Birmingham.

Therefore, we want to work with businesses that share the growth mentality with us.

This growth can be in any form. Whether you want to expand your team or target new areas, the possibilities are endless.

So, here we go. Now you have a better understanding of our working mentality and hopefully you can get some inspiration from us in terms of forming your dissociative reference group.